Revolve has teamed with Cotton Incorporated for its second pop-up, bringing The Cotton Shop to Nashville.
It’s a partnership with Cotton Incorporated, a not-for-profit founded in 1970 that conducts research to support all parts of the cotton supply chain and promotes cotton to increase its appeal and usage — funded by U.S. cotton growers and importers of products made with Upland cotton. To expand its reach, the organization has been partnering with Revolve for seven years, activating at events and hosting its first stand-alone pop-up with the multibrand retailer in Dallas last year.
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“The partnership was born because they wanted to start to market to this younger consumer,” said Raissa Gerona, chief brand officer at Revolve, of the enterprise.
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The goal is to highlight high-quality, sustainable cotton sourced from the U.S., showcasing how different brands incorporate the material in their own unique ways. Some items are crafted in all cotton, while others incorporate blends.
Brands like Lovers & Friends, Grlfrnd, EB Denim, Free People, Éterne and Brixton will be available to shop in four merchandise categories: The Fabric of Western Chic (deep hues, animal prints, fall boho), Comfort (elevated basics and staples), Home (loungewear, sleep, home accessories, kids) and His Everyday (men’s).
Opening to the public on Friday through Sunday, from 11 a.m. to 6 p.m. CDT, The Cotton Shop by Revolve is located in a 3,200-square-foot space inside The Mall at Green Hills (2126 Abbott Martin Road, space 153). The pop-up, which kicks off with a private party on Thursday, will offer perks all weekend, including a 10 percent discount for college students and $25 to $200 surprise gift cards to the first 18 customers in line each day.
For Revolve, it’s a chance to test out a new market and engage with the local community. The company carefully analyzes its shopper data to determine where to open new locations. It’s how they landed on Aspen, followed by Los Angeles, to open the company’s first physical stores.
“We have to make her happy, and we have to be where she is,” Gerona said of their core consumer. “And that’s really how we have chosen these locations. Dallas is a huge hub for Revolve. We have so much data on where our customers are, where we are shipping to, where we are getting traffic. And with Nashville, we use the exact same process.”
Nashville has become a sought-after destination for bachelorette parties and weddings — both significant market opportunities for Revolve. The city has also experienced a notable influx of influencers in the last few years.
A pop-up experience “also allows Revolve to really come to different places and see the opportunity for potential long-term, permanent physical retail spaces, which I would say is our long-term focus right now,” Gerona added.